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Measuring the Ever-Advancing Services Adoption – Introducing Cisco CLUE

- March 3, 2010 - 0 Comments

The Cisco Visual Networking Index (VNI) Forecast has provided insightful projections and become the leading source of IP traffic growth worldwide, and today, I’m pleased to announce a sister program to VNI that is intended to do for service adoption what VNI has done for traffic growth.

The Cisco Connected Life User Experience Index, or CLUE, measures the relative regional adoption of select end user advanced applications/services across three user categories spanning our Connected Lives – at home (residential services), at work (business services) and on-the-move (mobile services). This index provides a quick snapshot of how regions rank relative to each other in their adoption of these advanced services within each category and also provides a quick snapshot of ranking of various services within each category relative to the portfolio of the other selected advanced services.

To help showcase the differences that will evolve over time, we’ve designed Cisco CLUE to be an un-weighted index, just like a market capitalization stock index. In a market capitalization index, companies with the largest market capitalizations, or the greatest values, have the highest values in the index. Similarly services with highest adoption relative to the addressable market have the highest values in the individual category indices.

Cisco CLUE - At Home Global Index

CLUE sets the foundation for us to measure the changing mix of service adoption worldwide. In the next rev of this research, which we plan to update on an annual basis, we’ll be able to showcase not only the type of adoption that is occurring but the scope and speed of it as well. While this is just our initial release, there are some very interesting findings that we gain from this baseline data. For example:

  • North America leads in service adoption for the home (and my living room will attest to that!), but is third worldwide when it comes to mobility – for that Japan is far and away the leader, having nearly twice the traction of any other region in the world.
  • Business room based video conferencing has traction higher than cumulative traction for business web conferencing, business desktop video conferencing and business video telephony worldwide.
  • Mobile email has the highest penetration of all mobile Japan compared to all other mobile services, but Asia Pacific, Japan’s neighboring region, only has it as it as its 8th most entrenched service, even behind mobile video.
  • And while mobile video is viewed as a major driver in the future, it’s behind the traction gained by mobile gaming worldwide.

And of course, it’s important to note that each of these services has an impact on the bandwidth needed as well. CLUE has a bandwidth gauge to determine the effect that these advanced services have on the network (a high-definition MPEG 2 stream for example takes up 12 Mbps vs. a standard definition MPEG 2 video stream that only takes up 3.750 Mbps).

So, there’s no question that service adoption will have an impact on the capacity that providers will need, and VNI will continue to generate those statistics. However now, with CLUE, we have a better idea on the types of service intelligence that is needed by networks, as well, so that provider architects can better craft their plans to have both the network capacity and intelligence to support the ever-evolving service mix in our daily Connected Lives.

I encourage you to dive in and explore the data – a unique methodology that compiles a wide range of third-party analyst reports to create a consolidated and comparative perspective. I’m confident that you’ll likely find a few new insights into the global service adoption as well. And when you do, please share them with us – we look forward to hearing your thoughts and ideas on current and emerging trends as well (send comments and inquiries to ask-clue@cisco.com).

Thanks, as always, for joining us at SP360 – Until next time, happy data mining!

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